The Story

Jane Hsieh-Fiore

An MBA trapped in a creative’s body.

I’m obsessed with why people do what they do. And I love building the story that comes from it. A mix of science and art leads me to insights that sculpt remarkable creative, messaging and products.

My creative storytelling and product background has built resonating brands and products in both start-ups and big CPG, across multiple categories— from beauty to beverage to snacks. I’m proud to have over $60MM in accumulated Year 1 sales. Of these, over 90% of brands and products are still growing today.

Prior to BeCovet, I launched multiple product platforms and vibrant brand campaigns for Nestle Drumstick, building it from a steady #2 to a fast-growing #1 share leader. From there, I led and launched top Ghirardelli products, consumer campaigns, and designs across multiple brands. This grew Ghirardelli’s market share, revenue, and profit— all at the same time. Before creating brands and products, I spent 6 years on Wall Street covering consumer and tech. I received my B.S. in marketing/international business from NYU Stern, before earning my MBA at UC Berkeley Haas.